Discount supermarket chain Aldi maintains that it is committed to its 'Swap & Save' marketing drive, despite advertising regulators in the UK banning one of their TV ads.
The ban followed a complaint by rival retailer Asda, who claimed that one of Aldi's broadcasted 'Swap & Save' challenges was 'misleading'.
The TV advert in question, which can be viewed here, featured a woman claiming that she could save £45 a week by swapping her regular supermarket to Aldi.
Text then appeared on the screen which red that "88 out of 100 people saved", when they tried Aldi's swap and save challenge.
The ad featured a woman, Tracy, speaking directly to the camera saying: "So I was very pleasantly surprised at the variety - the fresh food, the meat, the fruit and veg - it's cheap and it's good.
"I think £45 a week is a lot of money given that we've got to spread it so thinly amongst so many things. So it's definitely worth doing for us. Meaning that we can go on an extra holiday a year."
Asda challenged the ad over five separate issues, as the retailer felt it would mislead customers because the type of products, including price promotions or product size included in the comparison, could not be verified.
The Advertising Standards Authority concluded that the ad created a “misleading impression” of the overall benefit to viewers of shopping at Aldi stores rather than those of its competitors.
© 2014 - European Supermarket Magazine by Enda Dowling
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